Response to Offeror Questions.docx

Response to Offerors’ Inquiries:

Family Nutrition Services Outreach and Media Services

RFP #26-0904004-011

Posted January 30, 2026 All inquiries are sorted by topic. The Department answers are in Purple.

General Campaign:

1. Does the Department anticipate one major enrollment campaign per year, or multiple concurrent campaigns under this contract?

A) This contract differs from other Department media contracts in that it is project-based. The contract will be amended for each project. The Department anticipates multiple projects under this contract, some of which may run concurrently. Each project may focus on a specific initiative, such as increasing awareness of online shopping options or increasing enrollment in a specific region of the state. For each project, the Department will work with the selected offeror to provide the budget and project-specific details prior to amending the contract.

2. Are there known misconceptions or awareness gaps that the Department has identified as key obstacles to WIC enrollment that should be addressed through project-based outreach efforts?

A) The Department has identified several common misconceptions and awareness gaps that may impact WIC enrollment. These include the belief that the program is only for women, lack of awareness that children ages one through four are eligible, and limited knowledge of available self-checkout and online shopping options.

3. Are there any anticipated communication or educational needs anticipated for authorized WIC food vendors under this contract?

A) This will depend on the scope and goals of each project. Authorized WIC food vendors are an important audience, and some projects may include communication or educational efforts specifically focused on them.

4. Within the standard contract terms and conditions, what information should we provide in the blank spaces under items 2.2 and 2.4?

A) Please leave these sections blank or indicate “to be determined.”

5. Can the Department describe any marketing or outreach efforts conducted within the past year to reach the target audience identified in this RFP? If available, we would appreciate any high-level information on the perceived effectiveness of those efforts, as well as insights or lessons learned that may help inform future campaign strategies.

A) Over the past year, the WIC program has conducted outreach efforts focused on self-checkout awareness, as well as a multilingual digital campaign. Insights and lessons learned from these efforts will be shared with the selected offeror to help inform future campaign strategies.

Priority Audiences:

6. Which specific Tribal Nations or reservations within South Dakota are considered priority audiences for this contract (e.g., Oglala Sioux Tribe, Rosebud Sioux Tribe, Cheyenne River Sioux Tribe, etc.)? Are there geographical priority areas or regions that we should consider?

A) All Tribal Nations within South Dakota are considered priority audiences for this contract. However, campaign efforts should not be conducted in Rosebud, Cheyenne River, or Standing Rock, as those communities operate independent WIC programs. Some projects may specifically focus on one or more Tribal Nations, depending on community needs and the scope of work. Geographic focus may shift with each project based on its specific goals.

7. Does the Department anticipate distinct messaging, creative, or media strategies for different tribal communities, or should outreach be unified across Native communities statewide?

A) This will depend on the scope and goals of each project. In general, the Department anticipates a statewide approach for most efforts, with the possibility of tailored strategies for Native American communities in South Dakota when appropriate.

8. Does the Department encourage or require the inclusion of tribal-owned, Native-focused, or minority-owned media outlets as part of the media mix?

A) The Department will rely on the selected offeror’s recommendations for media placement based on what is most effective for each project.

9. Is there anticipated need for Native language translation (e.g., Lakota/Dakota), or is cultural adaptation preferred over direct translation for tribal outreach?

This will depend on the specific project. In general, there is no anticipated need for direct translation into Lakota or Dakota. The Department expects materials to be culturally appropriate and reflective of all Tribal Nations in South Dakota.

10. Section 1.1.3 states that the contractor may be asked to provide recommendations or feedback on website layout, content organization, or usability to support digital outreach efforts. Does the Department have internal resources to implement recommended changes or will the contractor need to perform those tasks?

A) The Department will work with the South Dakota Bureau of Information and Technology to implement any changes to the current website. The selected vendor may be asked to provide recommendations related to content updates, layout, or usability to ensure alignment with current campaign goals, but the vendor will not be responsible for implementing those changes.

Performance Messuages:

11. What are the primary success metrics the Department will use to evaluate campaign effectiveness (e.g., WIC enrollments, appointment scheduling, website visits, phone calls, awareness lift)?

A) The Department uses a variety of metrics to evaluate campaign effectiveness. These may include digital engagement indicators such as impressions, likes, comments, and click-through rates, as well as outcomes like website visits, WIC enrollments, appointment scheduling, and phone calls. We also track distribution data, including the number of printed materials handed out and QR code scans.

At the start of each project, the Department will work with the selected offeror to define the specific metrics to measure success and the project’s goals.

12. How does the Department define success for the campaign outlined in this RFP? Are there specific performance metrics, benchmarks, or outcomes (such as enrollment increases, engagement measures, or awareness indicators) that will be used to evaluate the effectiveness of the campaign?

A) Please see the answer above.

13. Does the Department have baseline enrollment or awareness data that offerors should reference when proposing goals or expected outcomes?

A) The Department will determine a baseline for each project based on its specific goals and expected outcomes. Baselines may be established using past data such as enrollment numbers, phone calls, website visits, or digital metrics. This can include recent performance, results from similar past campaigns, or data from the same time period in previous years.

For each project, the Department will collaborate with the selected offeror to identify an appropriate baseline. If the project is a new effort with no relevant historical data, the baseline may start at zero.

14. Are there preferred analytics platforms or reporting templates currently used by the Department that the selected vendor will be required to integrate with?

A) The Department will work with the selected offeror to establish reporting requirements for each project. There is no preferred analytics platform, as long as the offeror can clearly demonstrate how the data is collected and reported.

15. How does the Department define and evaluate attribution between media exposure and WIC enrollment actions?

A) The Department evaluates attribution by reviewing multiple data points in coordination with WIC program staff, who provide enrollment data. Enrollment trends are analyzed by comparing activity before the campaign launch, during the campaign, and for a defined period after the campaign concludes.

Depending on the project, the Department may also review enrollment data by date, geographic area, or priority audience to identify changes that align with campaign activity. During regular status update calls, WIC staff will provide enrollment updates, allowing campaign strategies to be adjusted in real time as needed.

16. Will the selected offeror have access to analytics platforms (e.g., GA4, call tracking, CRM data) to support optimization and reporting?

A) Yes, the Department will provide access to relevant analytics platforms to support optimization and reporting. In addition, the Department will share other available data, such as enrollment numbers, as appropriate for each project.

17. Will the selected contractor have access to any existing Department or state-managed data sources (such as SNAP, Medicaid, or other relevant datasets) to support audience targeting, segmentation, or outreach efforts? If so, please describe the scope of data access and any applicable privacy or data-use limitations.

A) The Department will provide the selected offeror with access to available data that is relevant to the project, as appropriate. All data sharing will follow applicable privacy, security, and data-use requirements.

Social Media:

18. Will the selected contractor be provided full access to the Department’s social media advertising platforms and Google Ads accounts to support the implementation, optimization, and ongoing management of Paid Social and Paid Search campaigns?

A ) Yes, the selected offeror will be provided access to the Department’s social media advertising platforms and Google Ads accounts to support implementation, optimization, and ongoing management of paid social and paid search campaigns.

Contact:

19. How frequently does the Department anticipate requiring in-person meetings, events, or outreach activities within South Dakota?

A) The Department expects almost all meetings to be held virtually. However, there may be occasions when in-person meetings are preferred, such as project kickoffs or strategic planning sessions. Additional in-person travel may also be required for certain campaign activities, including event promotion or on-site outreach. The Department will work with the selected vendor to communicate any in-person requirements for each project in advance.

i. Should travel costs be built into proposed fees, or will they be reimbursed separately if pre-approved?

A) Travel costs should be addressed in the offeror’s response to Section 5.2.4.4. When the Department and the selected offeror determine that travel is required for a specific project, those costs will be built into the overall project cost.

20. Is there a current contract in place with an incumbent?

A) No, there is no incumbent under this contract. In the past, this work has been handled on a project-by-project basis, with multiple contracts issued to different vendors.

21. Who is the incumbent for this contract?

A) There is no single incumbent for this contract. Multiple agencies have been selected to support various WIC projects over the past several years.

Cost Proposal/ Budget:

22. Can the Department clarify which languages should be assumed as required versus optional for pricing purposes in the base proposal?

A) For pricing purposes, Spanish translation should be assumed as required in the base proposal. Additional languages may be requested on a case-by-case basis and will be discussed as each project is developed.

23. Can you please verify which languages will need to be translated?

A) Please see the answer to the question above.

24. Are there any caps or guidelines on agency fees, markups, or commissions beyond what is outlined in Section 5.2.4.12.4?

A) There are no additional caps or guidelines beyond what is outlined in Section 5.2.4.12.4. However, the Department requires full transparency regarding all fees, markups, and commissions.

25. Based on past performance, what is the estimated number of projects per year?

A) The number of projects will vary from year to year and will depend on federal funding allocations. Based on past budgets, the total contract value has ranged from approximately $45,000 to over $100,000 annually, depending on the number and scope of projects. The Department will initiate projects with the selected vendor once funding is secured and approved.

26. For the cost proposal, should we develop this based on an $150,000 total annual project budget? Can you please confirm that this includes the media buy?

A) Yes, please us the hypothetical budget provided in section 7.0 Cost Proposal. The cost proposal should include all anticipated costs, including media buys.

Response to Offerors’ Inquiries

RFP #26-0904004-011

Posted: January 30, 2026 image1.jpg